Perpetual Traffic

Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think.
In this episode, we challenge the entire concept of the traditional funnel. We look at why spending more doesn’t always mean scaling, and how improving conversion rates, content, and product pages can outperform increased ad spend. We share real examples, from Amazon ad spend cuts with zero revenue loss to brands hurting themselves by turning off Meta.

We also unpack media efficiency ratio, the halo effect across platforms, and why content is now inseparable from paid media.

In This Episode:
- Spending more on content and listings to boost ROAS
- Insights from Amazon ads case studies
- MAP pricing and arbitrage when selling on Amazon
- Why siloed attribution is misleading
- Media Efficiency Ratio (MER) vs last-click metrics
- Marketing history of soap operas

Mentioned in the Episode:
Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply
Part 1: The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot

Is your digital strategy outdated? Let our experts audit it and give you the blueprint you need to scale.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are your ads blending in, allowing cheaper competitors to win? If you’re still leading with product features and price, you’re playing a losing game. The real question is: are you selling what the product does or how it makes people feel?
Today, we break down a major shift we’re seeing with Meta and modern performance marketing, where brand storytelling is no longer optional. We walk you through a real case study with a premium hammock brand that couldn’t sell a $4,000 product until we leaned into the founder story, mission, and emotional positioning.

We also unpack why relying on Google or Amazon alone is a dangerous strategy and how brands without identity get commoditized overnight. If you want higher margins, better customers, and scalable growth, you’ll need to rethink your entire approach. We’ve got some tips to get you started, so tune in!

In This Episode:
- Old vs new advertising model
- $4,000 Hammock case study
- Mini funnel inside ads on Meta
- Risks of relying on Google or Amazon only
- Emotional brand positioning to boost results

Mentioned in the Episode:
Partner With Our Marketing Experts: https://www.tiereleven.com/apply
Previous Episode on Comments as a Sales Floor: https://perpetualtraffic.com/podcast/episode-786-your-comments-section-is-a-sales-floor-is-anyone-working-it/

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit

Are you burning cash on the wrong strategy? Share a few details about your brand, and we’ll show you exactly where you’re leaking profit.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).
Is the classic sales funnel dead, or are we just missing the point? Your customers aren't following a simple, linear path anymore. They're multitasking, researching, and engaging in ways we can't afford to ignore.

In today’s episode, we talk about the overlooked power of post-click interactions, specifically the importance of responding to comments. We break down why engagement on ads and social media is critical to building trust and converting leads.

If you want your sales funnel to work, you can’t afford to leave comments hanging without a response. Quick responses are not just customer service but sales. Join the conversation for tips and tools to ensure you're getting the most out of your social media and ad engagement.

In This Episode:
- What full funnel means
- How social interactions drive conversions
- Treating comments as sales and not customer service
- Key tools to enhance comment engagement
- Conclusion and key takeaways

Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit

Stop guessing. Get the blueprint you need to scale fast.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).
Is your Meta ad strategy outdated? If you're still running campaigns with a rigid funnel approach, you're probably missing out. In this episode, we break down the evolving landscape of Meta campaigns and share insights on how to cut through the noise.

We explain why targeting not just existing customers but new and engaged audiences is necessary for driving real growth. Lauren walks us through her "Five Horsemen" strategy, view-through vs. click-through conversions, and why creative diversification should be at the core of your Meta campaigns.

We also share the metrics you should track and the strategic adjustments that can lower your cost per acquisition. Join us if you want to grow your brand with more engaged audiences and less wasted ad spend.

In This Episode:
- Analyzing audience segments in Meta
- The "Five Horsemen" funnel strategy
- Meta’s limitation in using lead events for sales campaigns
- Leveraging reach campaigns in Meta ads
- The creative diversification strategy for boosting engagement
- Transforming well-performing organic reels into ads
- Running ads to earn trust versus increasing sales
- Using Meta’s campaign data as directional data

Mentioned in the Episode:
Part 1 of this episode: https://perpetualtraffic.com/podcast/episode-784-your-cac-is-lying-to-you-heres-the-number-that-isnt/
Partner With Our Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Meta Ads Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit

Stop flying blind with data! Let us give you the exact blueprint you need to scale fast.
Book your spot: https://www.tiereleven.com/audit (only 3 spots available).
Is your customer acquisition cost (CAC) accurate? In this episode, we answer the critical question every marketer and business owner faces: Can you trust the data you’re getting from ad platforms? If you can’t fully rely on those numbers, how can you be sure that your strategy is working?
We’ll address these questions and share our thoughts on audience definitions, data accuracy, and how to ensure that your marketing efforts are really driving new customer acquisition. We also reveal how you can start tracking new customers with a high degree of confidence, even if you don’t have access to advanced reporting tools.

If you’re ready to get a clearer view of your numbers and know exactly where your growth is coming from, this episode is for you.

In This Episode:
- How to ensure customer acquisition data is accurate
- Meta’s audience definitions and why they matter
- Is Meta’s data on new and returning customers accurate?
- Uploading customer and lead lists to improve accuracy
- How to find new customer data on Meta and CRM dashboards


Mentioned in the Episode:
Partner With Our Marketing Experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/
Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:
Instagram - https://www.instagram.com/laurenepetrullo/
LinkedIn - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
We’re opening up sponsorship spots for Q1 and Q2!
Ads Spot
https://www.tiereleven.com/audit